Eloqua, too, makes a strong case for strategy in its guide, “6 Pitfalls to Avoid in Your Marketing Automation Journey,” which contains the important reminder to avoid putting “too much focus on technology, and not enough focus on buyers.”. 'We are republishing this blog by Ruth Stevens (originally run January 29, 2014) because she hits the nail on the head about marketing automation.

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VIEWPOINT

OCTOBER 24, 2013

[Eloqua] PowerViews with Jill Rowley: Social Employees Should Connect and Amplify

Rowley, who oversees social selling enablement for 23,000 sales professionals at Oracle, earned her marketing handle during her previous decade at Eloqua. 'A lot of people don’t know how to use LinkedIn. Many see it as a job board where they can post their resume, not as a hub that connects people with like-minded interests. At Oracle she heads up social selling evangelism and enablement.

Lauren Carlson, an analyst at Marketing Automation Software Guide , recently wrote an article that looks at marketing automation vendors like Marketo and Eloqua who are considering IPOs, their recent venture capital funding, and the type of financial performance they may need to warrant shareholder valuations comparable to publicly-held SaaS companies. While Lauren provides 10-year financial data, I excerpted this column of the most recent fiscal year as it was fascinating to see all three companies reporting an identical 48% of revenue committed to sales and marketing expenses.

And they say, ‘Oh, I’m doing a great job, I’ve got Eloqua.’ The people we always talk about are the HubSpots and the Marketos and the Eloquas of the world who are driving leads. My guest today is Craig Rosenberg, Vice President, Sales and Marketing and Co-Founder at Focus. He is also author of a popular sales and marketing blog, Funnelholic , where he shares B2B content with an edge.

” But in a recent post on the Sales Lead Management Group on LinkedIn, Kevin McArdle, the regional sales manager for Eloqua (Chicago), advocated that sales departments should take over lead gen and he makes the following points: Sales departments are responsible for revenue. James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. know what you’re thinking, you’re saying to yourself, “Is he serious?” Marketing’s plate is full. Kate Maddox.

[Eloqua] Good Reads for B2B Marketing - How to Create Newsworthy Content

Via Eloqua. 'Online content in the sales and marketing industries is dynamic and constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. The 6-Step Path to Creating Inherently Useful Marketing. Are you helping your customers by being as useful as possible? Jay Baer shares his thoughts on Youtility—“marketing customers actually want, instead of marketing that companies think they need”—and shares a checklist infographic to see if you are achieving Youtility. Via Convince & Convert.
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[Eloqua] Good Reads for B2B Marketing - Modern Marketing from Stan Lee

Via Eloqua. 'Online content in the sales and marketing industries is constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. How Marketing Can Deliver Qualified Leads. The ever-present gap between marketing and sales continues for many businesses. Laurie Beasley, president of Beasley Direct Marketing says that this gap is “completely solvable.” Read on to learn Laurie''s keys for closing the gap and how marketing can deliver exactly what sales needs. Via Chief Marketer. Via CMO.com.
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[Eloqua] CMOs: Wield Powers of Influence to Gain a Seat at the Executive Table

And for the specifics on how to go about it all, walk through this presentation by Eloqua on how to map content to the buyer’s journey. Stephanie Tilton is a content-marketing consultant who helps B2B companies craft content that engages prospects and customers, nurtures leads and advances the buying cycle. She has produced hundreds of white papers, case studies and eBooks for a range of organizations, including some of the world's leading technology companies. She also contributed to chapter 10 of Content Rules by Ann Handley and C.C. Chapman. Drive Alignment. Need more?
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On the marketing side, companies like Eloqua, Marketo, Pardot, Silverpop and HubSpot are adding features that are nudging them closer to the sales side. Today's PowerViews guest is Christopher Hosford. Christopher is an award-winning business writer and editor based in New York City. He is East Coast Bureau Chief for BtoB Magazine. He is former editor-in-chief of Sales & Marketing Management magazine, and has written for Architectural Record, Inc. Magazine, Multi-Housing News and Hospitality Design. Social Media’s Maturing: In-House Resources & Social Advertising.
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[Eloqua] Revenue Performance Management: Doing For Revenue What ERP Does For Ops?

Comments on the article cover a broad spectrum with responses including the following: RPM has the potential to be transformative as noted in an Eloqua comment that an analysis of customers applying an RPM strategy are seeing growth rates above marketing automation-only customers, as well as above S&P 500 companies. The core idea of RPM naturally brings to mind other approaches like CRM and ERP, both bringing strategies, applications, and integration together into unified wholes. CRM unites areas like sales force automation, lead management, customer service, and analytics.
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